New partnership is Makita's latest soccer-focused initiative for Hispanic market

APRIL 15, 2010 – La Mirada, CA Makita, a worldwide manufacturer of technologically advanced power tools that are more compact with less weight yet deliver industrial strength power and results, has partnered with Sports Endeavors Inc., better known as Eurosport/SOCCER.COM, to launch the “El Tricolor” Contest on espanol.soccer.com (see screenshot, below-right).

“El Tricolor,” which refers to the red, green and white worn by the Mexican National Soccer Team, offers soccer fans a chance to win Makita power tools, signed replica apparel from some of Mexico’s best soccer players, and $1,000 of Eurosport gift cards. Contest runs from April 6 to July 15, 2010. Visit www.soccer.com/eltricolor for rules and regulations. Some restrictions apply.

“The Hispanic contractor is a vital part of the U.S. construction industry, and our participation in soccer and our new ‘Dominate the Game’ campaign is a great way to connect with this market,” said Raquel Navarrete, Marketing Specialist, Emerging Markets at Makita. “This new partnership with Eurosport/SOCCER.COM is an excellent opportunity to strengthen our connection with Hispanic contractors.”

“Eurosport/SOCCER.COM is excited to partner with Makita Industrial Power Tools,” said Durward Williams, Eurosport’s Director of Strategic Alliances. “Makita is an important and enthusiastic sponsor of soccer in the U.S., and the new ‘El Tricolor’ Contest promises to engage Hispanic soccer fans nationwide.”

Makita is the Official Power Tool Sponsor of Major League Soccer and the Mexican National Soccer Team (FMF). Mexico matches draw big crowds in the US, including a recent sell-out at the Rose Bowl in Pasadena for a match against New Zealand during their World Cup Preparatory US Tour.

Games usually feature a pre-game “Fiesta Futbol” event, and Makita takes the opportunity to engage thousands of fans with Experience More, Makita’s 53-foot interactive tool display on wheels. With the FIFA World Cup™ South Africa rapidly approaching and Mexico scheduled to play in the opening match, Makita anticipates the “El Tricolor” Contest, a facet of Makita’s “Dominate the Game” campaign, will connect with soccer fans throughout the game’s premier tournament.

Eurosport, which was founded in 1984, is the leading soccer retailer in the United States. In 2007, Eurosport expanded its catalog and web site operations to accommodate the growing Hispanic population. Spanish-speaking soccer fans can now shop by reading the Eurosport en Español catalog, or by visiting espanol.soccer.com. Eurosport serves more US Hispanic soccer consumers than any other soccer retailer in the country.

About Eurosport

Founded in 1984, Sports Endeavors, Inc., better known as Eurosport/SOCCER.COM, is the world\'s leading authentic grassroots soccer company. SOCCER.COM has more than two million visitors per month, and the Eurosport catalog has the largest distribution of any U.S. soccer publication. Sports Endeavors also operates leading online retail sites for lacrosse and rugby: lacrosse.com and worldrugbyshop.com. Contacts: Durward Williams, Director of Strategic Alliances, dwilliams@sportsendeavors.com; Vicente Navarro, Director of Hispanic Marketing, vnavarro@sportsendeavors.com

About Makita

Makita is a worldwide manufacturer of industrial quality power tools and offers a wide range of industrial accessories. Makita utilizes leading-edge technology and innovation to engineer tools that are more compact with less weight yet deliver industrial strength power and results. Makita’s extensive line of cordless lithium-ion tools includes 18V LXT® Lithium-Ion, 18V Compact Lithium-Ion®, and 10.8V Ultra-Compact Lithium-Ion®. Other best-in-class products include rotary and demolition hammers and saws equipped with Anti-Vibration Technology™ (AVT™), 4-Cycle outdoor power equipment, Super Joint System (SJS) grinders, miter saws engineered with Deep and Exact Cutting Technology (DXT), and more. Makita U.S.A., Inc. is located in La Mirada, California, and operates an extensive distribution network located throughout the U.S. For more information, please call 800/4-MAKITA (800/462-5482) or visit the website at makitatools.com. You can follow Makita at facebook.com/makitatools, twitter.com/makitatools, and youtube.com/makitapowertools Makita is Best in Class Engineering.

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